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Ideas on naming, identity & building brands.

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Branding Is Broken for Founders. We Built Brandivo to Fix It.
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Branding Is Broken for Founders. We Built Brandivo to Fix It.

There’s a moment every pre-launch founder knows. You’ve got the product, the pitch, the domain (maybe), and a Notion doc full of conviction. What you don’t have is a brand. So you start looking for one. What happens next is predictable: you either spend $15,000 you don’t have on an agency, spend 40 hours in […]

mshahin@softmills.com · Jul 2, 2026 · 4 min read
How to Name Your Startup: A Framework That Actually Works
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How to Name Your Startup: A Framework That Actually Works

Naming a startup feels like it should take an afternoon. It usually takes three weeks, a shared Notion doc with 200 rejected options, and a mild identity crisis. That’s not because founders are bad at naming. It’s because most people approach it without a framework — they brainstorm freely, fall in love with something, check […]

mshahin@softmills.com · Jul 3, 2026 · 6 min read
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